By Thomas Hobbs

Leaving the analogue world behind

Too many brands are set up for the analogue world and not fully prepared to embrace digital, according to Soren Hagh, Heineken’s exectuvie director of global marketing.

In an energetic presentation, Hagh revealed that the beer giant, which owns more than 250 alcohol brands, had reassessed its internal structure 12 months ago to work out whether its approach to marketing was becoming “outdated”.

“We realised that most of our brands and stories were born in the analogue age and it made us nervous. Around 12 months ago we started an overview to assess how Heineken can win in Read full story ›

Source: Marketing Week